Gavin Jones, founder of the annual Deadly Awards honouring Indigenous musicians, sportsmen and entertainers, has died unexpectedly at his home in Goulburn, NSW.

The 47-year-old was a widely respected and admired figure within the Aboriginal and Torres Strait Islander community and has been described as a trailblazer, leader and "a colossus in achieving positive outcomes" for Indigenous Australians.

Mr Jones was a tireless and passionate campaigner for the health and wellbeing of Indigenous Australians through his company, the Deadly Vibe Group.

The Deadly Awards originated as the Deadly Sounds music and culture radio show at the Boomalli Aboriginal Artists Co-op in Redfern in 1993.

Nineteen years later, they were being held at the Sydney Opera House and televised, with almost 70 per cent of Australia's Indigenous community tuning in.

The word 'deadly' roughly translates to strength, greatness or overall excellence in the Indigenous vernacular and Mr Jones sought to showcase this in his work.

He established the Deadly Vibe media company in 1993 with the goal to support all Aboriginal and Torres Strait Islanders to reach their full potential through positive images, role models and quality media, music and culture.

He and his team focused on reinforcing self-esteem through music, magazines and television programs focusing on the positive stories and achievements of Indigenous Australians.

"Like the whole Vibe organisation, I see the Deadlys as a vehicle to empower our people," Mr Jones said in a 2012 interview.

"Indigenous health is a disgrace, but I see our work as a way of improving this. If people are proud of who they are and where they come from, then that will lift their self-esteem. And that can only lead to better health."

"Overly negative media was the reason we started Deadly Vibe magazine," Mr Jones said in 2013, when launching the 200th issue.

"[We wanted] a magazine that was ours. Something that had blackfellas achieving and breaking stereotypes. Achieving in music, sport, and at community level, in the health sector, at school and in the work force."

Other projects included Move It Mob Style, a televised dance-based fitness program which was nominated for a Logie award in 2008.

'One of the true pioneers and heroes'

"He was selfless and he dedicated his life to celebrating our achievements and inspiring our youth in particular to develop the resilience they need to face the future," he said.

"It is now time for you to be deadly in the Dreamtime. We will miss you every day and honour your spirit by continuing to be the best we can all be," colleague Mayrah Sonter said.

A message on the Deadly Vibe website said: "Noted for his generosity, kindness, and genuine care for others, Gavin was one of the true pioneers and heroes of Aboriginal and Torres Strait Islander advancement, and will be missed and remembered by the countless individuals whose lives he touched, and helped to improve."

In June 2014, Vibe Australia learned that funding for their Vibe Project would be redirected and it is understood Mr Jones was upset about this.

In an article this week, The Sydney Morning Herald suggested a link between Mr Jones's death and the budget cuts, prompting a social media backlash.

The article stated his family and friends "were aware of his devastation at the loss of funding affecting his ventures".

The 20th annual Deadly Awards, due to be held this year, were recently cancelled due to funding cuts.